The Nunes Co. has signed an exclusive sponsorship agreement for organic vegetables with public television's No. 1 cooking show, “America's Test Kitchen,” for 2013.

As a sponsor, “Foxy” brand organic vegetables will be woven into a variety of consumer-based marketing components with “America's Test Kitchen,” reaching millions of home-cooking enthusiasts across the nation. Matt Seeley, vice president of Marketing for Nunes, told The Produce News the promotional opportunities will be robust and varied, including advertising, recipe development, contests run through social media sites, and the ability for in-person visits to the show with some of Nunes' trading partners.

“America's Test Kitchen” is the highest-rated cooking shows on public television, with more than 2 million loyal viewers each week. Mr. Seeley said the use of recipes promoting organic vegetable usage on the show will be a key part of the sponsorship package. He said the ability to showcase the Foxy Organic product line with on-air and online sponsorship segments is also a big plus. Promotional banners for Foxy Organics will adorn the very popular ATK website. The Nunes Co. will also feature the connection on its own social media sites including on the Foxy Facebook page.

"We are very excited to be a part of the 2013 ATK season and the various partnership programs we will be executing throughout the year,” said Mr. Seeley. “Across various media platforms, ATK reaches the active, informed cooking enthusiast who values the quality and authentic nature of food. The sponsorship partnership with ATK reinforces and strengthens our reputation for premium-quality fresh produce, while increasing ‘Foxy’ brand awareness among culinary enthusiasts. Partnering with ATK allows us to target the affluent, environmentally and health-conscious consumer in an uncluttered broadcast environment."

Additionally, “Foxy” brand organic items will utilize the ATK title and logo in a variety of promotional activities, including product packaging, trade and consumer advertising, point-of-purchase material, and special events hosted by ATK in its Boston cooking studio.

"To gain national on-air brand visibility on a top-rated cooking show is an ideal platform to increase awareness for all ‘Foxy’ brand products," Mr. Seeley said. "The exposure and engagement we will receive from other components of the ATK partnership — on-line, social media, merchandising — showcases how well-rounded the sponsorship is."

The sponsorship partnership will begin in January and run for the entire 2013 calendar year.